Customer insight and eCRM

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eCRM is the digital version of a Customer Relationship Management strategy. Email is the most commonly used medium, but SMS is becoming increasingly important. Most businesses would benefit from making digital the lead CRM channel. If customers have been acquired online why engage with them offline?

For a start, looking at customer databases freely available to online businesses provides a valuable source of information that can be used to plan digital media campaigns more effectively. Our team of analysts systematically interrogates customer data in order to form valuable insights into the consumer.

Customer data and engagement histories feed into models that reveal known and inferred behaviour patterns and preferences. The results of this research are fed into the planning process to develop a digital acquisition strategy that is informed by specific, granular behaviours. These insights can be the foundation of mailing rules. When combined with a rigorous testing strategy, the result is a robust approach that is rooted in customer behaviour.

i-level can contribute to eCRM at four levels:

  • Data integration and data management consultancy
  • Data analysis and insight generation
  • Development of contact strategies, mailing rules and online property development
  • Implementation: campaign fulfillment, evaluation and optimisation
eCRM

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Ali Teeman
for new business enquiries

Lorette Nettar
for press comment